To get prospects emotionally connected to your business, you must understand two things: the questions prospects have throughout the buyer journey and what makes your business remarkable.
If you can tie these two together, you’ve got a content marketing strategy made for success.
Mike Lieberman, Co-Founder and President of Square 2 Marketing, explains this concept and dives into detail on how to fully understand the buyer journey, ways to identify things that make your business remarkable, an agile approach to content marketing, and how to measure strategy success.
Optimizing the creative elements of advertisements often gets overlooked. But what if we told you there were three simple changes you could make to your Google Ads that would increase clickthrough rate by 96%?
Jason explains creative optimization, how to test the creative elements of your ads, and statistics of what happens when you make small changes to your Google Ads.
Wouldn’t it be great to work from home whenever you needed to without the unpredictable nature of freelancing?
Wouldn’t it be even better to be evaluated on the results of your labor rather than how many hours you spend chained to your desk?
If you think it sounds like a fantastic set up, you can bet that your employees do, too.
Jobs with work flexibility like this do exist. For some companies, what employees can produce in terms of results is far more important than how many hours they stay at the office.
Consumers want to know that companies are being transparent with them. But what exactly does that mean?
Many companies are struggling with the idea that being open and honest doesn’t necessarily mean opening the floodgates to release any and all information.
So, how do you figure out what you can and should reveal for transparent communication? How do you convey the reasons for keeping some information quiet to your employees, such as sales reps, who deal directly with the public?
First dates are uncomfortable.
Even if things go well, there are plenty of opportunities to embarrass yourself or make the other person never want to see you again.
Your first sales call with a potential customer is your first date. There are lots of ways to trip up so that they go looking for someone new.
The idea that sales reps and marketers really need a marriage counselor has nearly reached the point of cliché.
It makes you wonder: is this really still a problem?
Unfortunately, it is. Changes in how buyers go through the sales funnel have only intensified the issues. The prevalence of negative stereotypes for both groups hasn’t helped, either.
Since the ‘80s, video (along with anything else new) was going to “kill radio.”
Yet, the mass medium is still kicking. Instead of quietly slipping away into the shadows of history, radio has grown and evolved. It has splintered into new forms to produce multiple highly targetable audiences.
What’s your plan for managing big data once you buy it?
List companies aren’t going to ship you something that’s ready to drop into one-to-one emails, because they don’t know your business that well.
So what do you do with this huge hunk of data? You must understand the different marketing routes to take, and how to execute each with precision.
We all see how websites have become saturated with advertisements.
So much so, that people’s minds have been trained to glaze over online ads.
So what’s an advertiser to do?
The voice of your customers packs a punch in your sales cycle.
Their voice is required early with case studies and quotes, and later with peer-to-peer phone calls before the close. How are you harnessing this powerful voice?
You might think you are a master at sales automation, but there are always areas to improve.
What systems do you have in place? How are your platforms communicating with one another? Do you fully understand the pros and cons of the sales automation tools you use?
You know the saying: different strokes for different folks?
The same concept applies to delivering feedback to your sales reps. The problem is, most CRMs are missing this crucial sales analytics metric.
Reps grow at different speeds in different areas, but the goal is to always grow up and to the right together. So how do you collect data and personalize feedback at scale?
Once you have your customer’s attention, what is their buyer experience?
Are you maximizing the experience to make it easier on them, to grow the relationships, or to further the connection with them? If you’re only communicating on an as-need basis, what’s separating you from your competition?
The best brands are built from the inside out.
A lot of the times we focus on how we communicate to the marketplace, not realizing how strongly our internal systems correlate with our external brand.
Are your potential clients excited about your product?
With a killer demand generation strategy, they will be.
Demand generation is ultimately all of your marketing efforts in a nutshell. With a data-driven strategy, you can spend less energy hunting down leads, and more time helping people discover and accept your product on their own.
In this episode, Kevin Knox, CMO at PowerDMS, talks about the 3-part demand generation strategy he uses to track how potential leads progress from being mildly interested in the product to actively entering the sales funnel.
Your brand’s story is an essential selling point that might be falling by the wayside.
Not only do you need to clearly define what you’re selling, but you need to express why you’re selling it. Connecting your brand communication strategy to the problems your client is where deals close.
In this episode, Jen Grisanti, story career consultant at Jen Grisanti Consultancy, Inc and writing instructor at NBC, talks about the elements of a brand’s story and how to use that story to drive sales.
What does competitive barbecuing have to do with B2B sales?
Not much in literal terms; however, as a metaphor for how to make your business stand out and maintain customer loyalty, there’s a lot to be learned.
You know the value of your product, and you know exactly what type of client could use it, right?
But what if nearly all potential clients tell you that your product is interesting, but not right for them?
If you keep running into dead ends marketing your product, it’s time to rethink how well you know what your product market fit.
The #1 reason people leave their jobs is because they don’t like their bosses.
Of course, the reasons why people don’t like their bosses could be limitless, but generally it boils down to this unfortunate reality: there is a lack of emotionally intelligent leadership.
By improving in this area, not only can you ensure that your employees will want to continue working for you, but you can also increase their productivity.
Over the course of the last 10 years, we’ve seen the current generation of sales and marketing leaders rightfully think that software will help with their jobs.
But software is no silver bullet. You have to approach the issue with eyes wide open.
The day your sales spreadsheet breaks, that’s the day you go looking for a CRM solution. Yet, if you don't know what you’re doing, software won’t help you.
In order to start connecting your creative and your analytics, you have to first create a connected infrastructure.
Look at current clients, at the characteristics from your CRM, and push that data into a platform like LinkedIn and find look-alike profiles. Then come up with a targeting plan to drive in that traffic that you’re looking for.
The sales multiplier effect is simple: how do you take one person and make them as effective as a thousand?
If you’re not hiring based on a salesperson’s black book, you should hire on energy, enthusiasm, hunger, and passion. You can teach a salesperson how to take a warm prospect and close the sale. You can’t teach someone enthusiasm and passion.
In this episode, Robert Cross, Co Founder & VP of Sales and Marketing at Pro Services Corporation, talks about the sales multiplier effect and why you should rethink the way you build your sales team.
There are certain things that people prefer to talk about over the phone (life insurance, etc.).
Call attribution allows you to treat calls as a conversion, a time to optimize spends. Phone leads convert 10-15 times better than web leads.
On the first call that THEY PLACE TO YOU, what should you ask?
10 questions—no more, no less.
For a field sales rep, geography can be the biggest challenge. How do you make sure you get in front of the right people, at the right time, without running yourself ragged in the process?
Roughly ⅓ of industries do their best when a field rep can get in front of a customer in person (dentist, doctor, tire store, textiles, etc.). Regardless of the technology that exists, the field sales rep will always be necessary.